How Ginnymjohnson started their logo design journey

Company name

Overview

Urban Animal helps people achieve the bad-ass life they dream of - one in which they feel extraordinary every day. Premise: 1. Human beings are animals, evolved to live in harmony with our surroundings. Fight your animal instincts and you will lose. Honor them and you will feel incredibly alive. 2. The way we live modern life is unnatural: disconnected from the earth, eating processed food, under constant stress. It can be soul-numbing & disease-creating BUT I can show you how to thrive in this environment.

Now: 1-on-1 health counseling program focuses first on nutrition, but also addresses lifestyle choices. Rather than dwelling on calories, restrictions & lists of good/bad foods, I work with clients to create a happy, healthy life in a way that’s flexible and free of denial & discipline. NOT about “going on a diet,” I open clients’ eyes to how we were meant to eat. I empower them to take charge of their health. Since no 1 diet works for everyone - we are all biologically unique - I guide clients to find food/lifestyle choices that best support them.

Tell us a bit about who you are and the people you reach

Urban professionals, female and male. Mostly young-ish (20 – 45). Health conscious but very busy. Smart, interested. Pragmatic but open-minded. Appreciation of the paradigm shift toward sustainability – our need to live greener, healthier lives. High standards – want the best of the best. Like to be cool, cutting edge, ahead of the curve.

Requirements

This logo should define my brand & communicate what I do (and clarify it’s NOT a pet store)! I'm excited to see your creativity unleashed! Make it awesome! I want: healthy, vibrant, vitality. Elegant, sophisticated, smart but down-to-earth. Earthy & natural but with cool, creative, cutting-edge vibe. Aspirational, inspiring. Back-to-basics, intrinsic.
Should be gender-neutral. Nothing new-agey or girly. Want people to see health as cool. Avoid "holistic" vibe which could be off-putting. The focus is on everything that's natural - whole foods, good exercise, connecting with roots.
•Hope to see 2 logos. Primary one incorporating the tagline, plus simplified/smaller version.
•Emphasis on the name “Urban Animal.” “Wellness” is a descriptor (like “Market” in “Whole Foods Market”). Text/font size can clarify this distinction. If use initials, “UA” not “UAW.”
•Unsure about actual animal image. Could be very cool but can't be a domesticated animal (stay away from pet store). Remember the “urban animal” is HUMANS.
•Human-being-as-animal could be cool, but stay gender neutral. Going for clever, not scary-animalistic.
•I am all about eating whole, real food, so I like incorporating fruits/vegetables, but not necessary.
Concept needs to have possibility for great creative expansion. Attaching some favorites, plus my current website (will be completely redesigned, for reference only).